The document provides background information on Mattel and the history of Barbie dolls. It discusses how Barbie has faced criticism for lack of diversity but is still widely known and valued by consumers. Research included focus groups and surveys with mothers and showed Barbie is seen as educational and promoting imagination. However, the Barbie Fashionista line lacks a clear identity and messaging is too complex. The recommendation will address how to better market this line to increase sales.
The document provides an outline for a presentation on whether Barbie, the iconic doll, is past her prime. It begins with background on Barbie's creation in the 1950s to address the desire of little girls to be bigger girls. It then reviews literature on iconic brands and how Barbie addressed cultural contradictions as the second wave of feminism emerged. The hypothesis is that Barbie remains iconic for a certain type of female but her current situation and brand may need updates. Research methodology analyzes perceptions of Barbie lovers versus detractors. Results find detractors value authenticity over perfection while lovers seek the latter. The conclusion is that Barbie is no longer universally iconic as society and consumers have changed, so brand recommendations focus on
The document discusses a brand audit of Barbie. It provides an overview of the toy market, with Mattel being the 6th most valuable toy brand worldwide generating billions in revenue from Barbie sales. It then covers Barbie's brand identity model focusing on themes of dreams, diversity, and empowerment. Next, it examines Barbie's brand architecture and insights from consumer interviews. Key challenges are parents' versus kids' perspectives. Finally, marketing strategies are proposed to address challenges through co-branding, customization, and ensuring quality across brand extensions.
Barbie was introduced in 1956 and was named after Mattel co-founder's daughter. She was originally sold for $3 and over 350,000 dolls were sold in her first year. Barbie products now account for 40% of Mattel's annual sales. Over the last 40 years, an estimated 90% of American girls have owned at least one Barbie doll. Barbie has had a long and evolving history including meeting Ken in 1959, introducing more diverse dolls in 1980, starring in movies and books, and having over 80 career occupations. She remains one of the most popular and highest selling toy franchises of all time.
Analysis of Mattel's Barbie campaign - You Can Be Anything. The case study evaluates the campaign's strategies and tactics to deal the the backlash of public sentiment toward Barbie that began in the 1979s. Then we evaluated the success and failure of the campaign.
Red Bull Stratos was a space diving project involving Austrian skydiver Felix Baumgartner. On October 14, 2012, Baumgartner jumped from a helium balloon in the stratosphere over New Mexico, breaking sound barrier and setting two world records. The Red Bull Stratos campaign livestreamed the jump, gaining over 8 million concurrent viewers and widespread social media attention. The successful marketing campaign increased Red Bull's sales and brand profile globally by highlighting Baumgartner's achievement and the scientific benefits of the mission.
This document discusses different types of brands and brand strategies. It defines what a brand is and explains that brands can convey six levels of meaning. It then discusses three types of brands: functional brands which satisfy functional needs, experiential brands which provide experiences, and brand image which is the impression in consumers' minds. The document also outlines several brand strategies such as line extensions, brand extensions, multi brands, new brands, co-branding, and umbrella brands. It provides examples for each strategy and discusses factors like congruence that determine the success of different strategies.
I. The document discusses a study of the Nike retail store located in Solapur City, India. It provides details about the store's location, design, target customers, merchandise, and suggestions for improvements.
II. Key information includes the store covers 1,200 square feet and focuses on footwear, sportswear, and athletic wear. It targets sports athletes of all ages and genders.
III. The document analyzes aspects of the store like its exterior design, window displays, interior layout, and promotions through social media. Suggestions are made to expand the parking area and product range.
The document provides an outline for a presentation on whether Barbie, the iconic doll, is past her prime. It begins with background on Barbie's creation in the 1950s to address the desire of little girls to be bigger girls. It then reviews literature on iconic brands and how Barbie addressed cultural contradictions as the second wave of feminism emerged. The hypothesis is that Barbie remains iconic for a certain type of female but her current situation and brand may need updates. Research methodology analyzes perceptions of Barbie lovers versus detractors. Results find detractors value authenticity over perfection while lovers seek the latter. The conclusion is that Barbie is no longer universally iconic as society and consumers have changed, so brand recommendations focus on
The document discusses a brand audit of Barbie. It provides an overview of the toy market, with Mattel being the 6th most valuable toy brand worldwide generating billions in revenue from Barbie sales. It then covers Barbie's brand identity model focusing on themes of dreams, diversity, and empowerment. Next, it examines Barbie's brand architecture and insights from consumer interviews. Key challenges are parents' versus kids' perspectives. Finally, marketing strategies are proposed to address challenges through co-branding, customization, and ensuring quality across brand extensions.
Barbie was introduced in 1956 and was named after Mattel co-founder's daughter. She was originally sold for $3 and over 350,000 dolls were sold in her first year. Barbie products now account for 40% of Mattel's annual sales. Over the last 40 years, an estimated 90% of American girls have owned at least one Barbie doll. Barbie has had a long and evolving history including meeting Ken in 1959, introducing more diverse dolls in 1980, starring in movies and books, and having over 80 career occupations. She remains one of the most popular and highest selling toy franchises of all time.
Analysis of Mattel's Barbie campaign - You Can Be Anything. The case study evaluates the campaign's strategies and tactics to deal the the backlash of public sentiment toward Barbie that began in the 1979s. Then we evaluated the success and failure of the campaign.
Red Bull Stratos was a space diving project involving Austrian skydiver Felix Baumgartner. On October 14, 2012, Baumgartner jumped from a helium balloon in the stratosphere over New Mexico, breaking sound barrier and setting two world records. The Red Bull Stratos campaign livestreamed the jump, gaining over 8 million concurrent viewers and widespread social media attention. The successful marketing campaign increased Red Bull's sales and brand profile globally by highlighting Baumgartner's achievement and the scientific benefits of the mission.
This document discusses different types of brands and brand strategies. It defines what a brand is and explains that brands can convey six levels of meaning. It then discusses three types of brands: functional brands which satisfy functional needs, experiential brands which provide experiences, and brand image which is the impression in consumers' minds. The document also outlines several brand strategies such as line extensions, brand extensions, multi brands, new brands, co-branding, and umbrella brands. It provides examples for each strategy and discusses factors like congruence that determine the success of different strategies.
I. The document discusses a study of the Nike retail store located in Solapur City, India. It provides details about the store's location, design, target customers, merchandise, and suggestions for improvements.
II. Key information includes the store covers 1,200 square feet and focuses on footwear, sportswear, and athletic wear. It targets sports athletes of all ages and genders.
III. The document analyzes aspects of the store like its exterior design, window displays, interior layout, and promotions through social media. Suggestions are made to expand the parking area and product range.
Burberry is a luxury British fashion house established in 1856 known for its trench coats and distinctive check pattern. While Burberry struggled with negative associations in the 1970s, recent leadership has helped reinvent the brand through selective distribution, celebrity partnerships, and viral marketing that emphasize the brand's luxury quality and exclusivity.
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
Lavie is an Indian handbag brand launched in 2010 that aims to appeal to Gen Y women. It provides a wide range of colorful handbags and recently expanded into shoes. The brand's logo uses four L's in the shape of a swastika which symbolizes auspiciousness in Indian culture. Kareena Kapoor Khan is the brand ambassador. Lavie's advertising promotes the message that it has a bag for every mood through print, television, online, and public relations campaigns. The brand focuses on being fashionable, trendy and accessible at price points that satisfy consumers.
- The document discusses the marketing campaign of the fashion brand Faballey called #Unfollow. The campaign aims to empower women and encourage them to break stereotypes about fashion.
- The campaign features comedian Radhika Vaz in 5 videos challenging conventions of beauty. It encourages women to dress for themselves and not follow trends or opinions of others.
- The digital campaign had a budget of Rs. 40-45 lakhs and was promoted on social media platforms like Facebook, Instagram and YouTube. It received positive responses on these platforms.
The document discusses how brands can use storytelling to engage consumers on an emotional level. It explains that humans are wired to think in stories and that stories spread ideas in a viral way. Great stories show human truths and the consequences of choices. The most effective stories involve conflict and resolution. Examples are provided of brands that have successfully used fictional and true stories about their products' origins to build emotional connections with customers.
The document provides an analysis of competitors for an upcoming multi-brand fashion retail store. It outlines the objectives to understand competitors' positioning, assortments, pricing, and promotions. It describes limitations in timing and confidential data access. A methodology is defined involving industry definition, competitor determination, success factors, and customer preferences. Competitors are analyzed based on positioning, products, pricing, promotions, and personnel. Recommendations are provided regarding positioning, products, and pricing for the new store.
Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
Red Bull is an energy drink known for its successful advertising connecting it to performance and extreme sports. It targets generation Y consumers aged 18-30 through non-traditional marketing strategies like sponsoring extreme sporting events and celebrity endorsements. This creates a daring image that resonates with its niche audience. While Red Bull has been very successful with this anti-marketing approach, its narrow target segment leaves it vulnerable to wider-appealing competitors like Coca-Cola. To expand its customer base, Red Bull should consider diversifying its products and marketing beyond its core extreme sports associations.
Marketing Mix of Barbie dolls under the brand name of Mattel. A little description about mattel as a company and then discussion on 4 p's of barbie along with recommendations on how to improve further.
Barbie Social Media Campaign: Doll Yourself Upnikitaraja
This was a group project for my social media class. We created a social media campaign for the "Barbie" brand. Our ideas are a follow-up and continuation from their first initial campaign "Barbie & Ken" released in Janary 2011.
Brand, Meaning of Brand, Definition of Brand, Evolution of Brand, Nature of Brand, Levels of Brand, Types of Brand , Functions of Brand, Brand Management,
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
PLEASE HIT LIKE IF THE ABOVE PRESENTATION IS HELPFUL ! :)
As a brand strategist and content marketing specialist, my clients hire me to be their brand champion and creative problem solver.
I am a highly-motivated, energetic, tech fluent, and passionate print and digital creator who works across multiple verticals including: interior design, home, healthcare, lifestyle, fashion, beauty, luxury, social good, automotive, ecommerce, technology, non-profit and education.
My work has been published in Yoga Journal, National Geographic, HGTV, Lonny, Better Homes and Gardens.
I’ve consulted on million dollar marketing programs, worked with Fortune 500 brands, and appeared as an influencer and brand expert for the New York Design Center, BRIDES Magazine, HGTV, Restoration Hardware, and The Architectural Home Show.
The document discusses criteria for choosing effective brand elements. It identifies key criteria like being memorable, meaningful, and appealing. Brand elements should inherently facilitate recall and recognition. They may take on descriptive or persuasive meaning to convey information about a product's attributes and benefits. Elements also need to be adaptable, flexible, protectable, and transferrable. The entire set of coordinated brand elements makes up a brand's identity, and consistency across elements is important for cohesiveness.
The North Face logo is based on Half Dome in Yosemite and features a slanted quarter-circle with lines and logotype. The brand uses a simple color palette of grays and red to evoke mountainsides. Helvetica font is used across all branding elements. The North Face sells gear for outdoor activities and focuses on innovation and sustainability. Its mission is to embody exploration and adventure. The brand is known for quality but some see it as expensive.
Nike is an American multinational corporation that designs, develops, manufactures, and markets athletic footwear, apparel, equipment, accessories, and services. It was founded in 1964 as Blue Ribbon Sports and later changed its name to Nike in 1978. Nike utilizes global and local marketing strategies to maintain its position as a leader in the footwear and athletic apparel industries. The company focuses on product innovation, brand building through partnerships and sponsorships, and personalized marketing approaches.
Burberry went from failing in 1997 to a successful international luxury brand by reinventing its business model. It focused on brand image through marketing, product design, and controlled distribution. Celebrities helped improve its image after being associated with hooliganism. Its success is due to defined brand values, maximum market coverage through retail and wholesale, product extensions, flexible foreign market management, and exceptional media relations.
Podcasts are a series of audio or video files that are released episodically and can be played on MP3 players. They first emerged around 2003-2004 and have since been used by companies and individuals to distribute talk shows, music, sports updates, tutorials and other content. Creating a podcast involves recording audio or video on a computer, editing the file, uploading it to a web server, and embedding the podcast on a blog or website so others can subscribe and listen.
A 92-year-old man is moving into an assisted living home after his wife passed away. As he is shown to his new room, he expresses enthusiasm and happiness despite not seeing the room yet. He explains that happiness is a choice and he has chosen to be happy with his new living situation.
Burberry is a luxury British fashion house established in 1856 known for its trench coats and distinctive check pattern. While Burberry struggled with negative associations in the 1970s, recent leadership has helped reinvent the brand through selective distribution, celebrity partnerships, and viral marketing that emphasize the brand's luxury quality and exclusivity.
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
Lavie is an Indian handbag brand launched in 2010 that aims to appeal to Gen Y women. It provides a wide range of colorful handbags and recently expanded into shoes. The brand's logo uses four L's in the shape of a swastika which symbolizes auspiciousness in Indian culture. Kareena Kapoor Khan is the brand ambassador. Lavie's advertising promotes the message that it has a bag for every mood through print, television, online, and public relations campaigns. The brand focuses on being fashionable, trendy and accessible at price points that satisfy consumers.
- The document discusses the marketing campaign of the fashion brand Faballey called #Unfollow. The campaign aims to empower women and encourage them to break stereotypes about fashion.
- The campaign features comedian Radhika Vaz in 5 videos challenging conventions of beauty. It encourages women to dress for themselves and not follow trends or opinions of others.
- The digital campaign had a budget of Rs. 40-45 lakhs and was promoted on social media platforms like Facebook, Instagram and YouTube. It received positive responses on these platforms.
The document discusses how brands can use storytelling to engage consumers on an emotional level. It explains that humans are wired to think in stories and that stories spread ideas in a viral way. Great stories show human truths and the consequences of choices. The most effective stories involve conflict and resolution. Examples are provided of brands that have successfully used fictional and true stories about their products' origins to build emotional connections with customers.
The document provides an analysis of competitors for an upcoming multi-brand fashion retail store. It outlines the objectives to understand competitors' positioning, assortments, pricing, and promotions. It describes limitations in timing and confidential data access. A methodology is defined involving industry definition, competitor determination, success factors, and customer preferences. Competitors are analyzed based on positioning, products, pricing, promotions, and personnel. Recommendations are provided regarding positioning, products, and pricing for the new store.
Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
Red Bull is an energy drink known for its successful advertising connecting it to performance and extreme sports. It targets generation Y consumers aged 18-30 through non-traditional marketing strategies like sponsoring extreme sporting events and celebrity endorsements. This creates a daring image that resonates with its niche audience. While Red Bull has been very successful with this anti-marketing approach, its narrow target segment leaves it vulnerable to wider-appealing competitors like Coca-Cola. To expand its customer base, Red Bull should consider diversifying its products and marketing beyond its core extreme sports associations.
Marketing Mix of Barbie dolls under the brand name of Mattel. A little description about mattel as a company and then discussion on 4 p's of barbie along with recommendations on how to improve further.
Barbie Social Media Campaign: Doll Yourself Upnikitaraja
This was a group project for my social media class. We created a social media campaign for the "Barbie" brand. Our ideas are a follow-up and continuation from their first initial campaign "Barbie & Ken" released in Janary 2011.
Brand, Meaning of Brand, Definition of Brand, Evolution of Brand, Nature of Brand, Levels of Brand, Types of Brand , Functions of Brand, Brand Management,
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
PLEASE HIT LIKE IF THE ABOVE PRESENTATION IS HELPFUL ! :)
As a brand strategist and content marketing specialist, my clients hire me to be their brand champion and creative problem solver.
I am a highly-motivated, energetic, tech fluent, and passionate print and digital creator who works across multiple verticals including: interior design, home, healthcare, lifestyle, fashion, beauty, luxury, social good, automotive, ecommerce, technology, non-profit and education.
My work has been published in Yoga Journal, National Geographic, HGTV, Lonny, Better Homes and Gardens.
I’ve consulted on million dollar marketing programs, worked with Fortune 500 brands, and appeared as an influencer and brand expert for the New York Design Center, BRIDES Magazine, HGTV, Restoration Hardware, and The Architectural Home Show.
The document discusses criteria for choosing effective brand elements. It identifies key criteria like being memorable, meaningful, and appealing. Brand elements should inherently facilitate recall and recognition. They may take on descriptive or persuasive meaning to convey information about a product's attributes and benefits. Elements also need to be adaptable, flexible, protectable, and transferrable. The entire set of coordinated brand elements makes up a brand's identity, and consistency across elements is important for cohesiveness.
The North Face logo is based on Half Dome in Yosemite and features a slanted quarter-circle with lines and logotype. The brand uses a simple color palette of grays and red to evoke mountainsides. Helvetica font is used across all branding elements. The North Face sells gear for outdoor activities and focuses on innovation and sustainability. Its mission is to embody exploration and adventure. The brand is known for quality but some see it as expensive.
Nike is an American multinational corporation that designs, develops, manufactures, and markets athletic footwear, apparel, equipment, accessories, and services. It was founded in 1964 as Blue Ribbon Sports and later changed its name to Nike in 1978. Nike utilizes global and local marketing strategies to maintain its position as a leader in the footwear and athletic apparel industries. The company focuses on product innovation, brand building through partnerships and sponsorships, and personalized marketing approaches.
Burberry went from failing in 1997 to a successful international luxury brand by reinventing its business model. It focused on brand image through marketing, product design, and controlled distribution. Celebrities helped improve its image after being associated with hooliganism. Its success is due to defined brand values, maximum market coverage through retail and wholesale, product extensions, flexible foreign market management, and exceptional media relations.
Podcasts are a series of audio or video files that are released episodically and can be played on MP3 players. They first emerged around 2003-2004 and have since been used by companies and individuals to distribute talk shows, music, sports updates, tutorials and other content. Creating a podcast involves recording audio or video on a computer, editing the file, uploading it to a web server, and embedding the podcast on a blog or website so others can subscribe and listen.
A 92-year-old man is moving into an assisted living home after his wife passed away. As he is shown to his new room, he expresses enthusiasm and happiness despite not seeing the room yet. He explains that happiness is a choice and he has chosen to be happy with his new living situation.
Robert O'Reilly has 17 years of experience as a QA Test Team Lead and Senior QA Engineer. He has extensive experience in functional and non-functional testing using both Agile and Waterfall methods. Currently he is a Senior QA Engineer and Team Lead at Payzone, Ireland's largest independent payment network, where he leads a team of 3 testers and ensures compliance with PCI security standards.
The document discusses the Observatorio Social de São José (OSSJ), a non-governmental organization in Brazil that works to promote transparency and social control of public spending. It states that corruption costs the Brazilian economy around 100 billion reals per year. OSSJ has volunteers monitoring spending in 80 cities, and aims to empower citizens to oversee the application of public funds and institutional actions. As an independent non-profit, it does not receive public funding and relies on donations.
Magna Kultura Foundation’s Grassroots Promotions campaigns in District-Communities using Arts & Cultural Programs. A Social & Cultural Entrepreneurship Advocacy offered to Private Corporations and Civic Organizations as a vehicle to engage communities.
FOR MORE INFORMATION, CONTACT:
Dickie Aguado, Magna Kultura Foundation
Mobile Nos.: +63 917.899.0025 (Globe) or +63 922.899.0026 (Sun)
Direct Line No.: (632) 514-5868
Email Address: magnakulktura@gmail.com
The lesson teaches students in grades 4-6 how to create a weekly meal plan and grocery shopping list for a family of four on a budget. Students will use grocery store flyers and the food pyramid to plan healthy, balanced meals for a week within the budget provided by the teacher. Students will estimate the cost of each meal and create a mock receipt to show their total bill. Their work will be assessed using a rubric, and they will write a paper explaining the choices they made based on price and nutrition.
Travelland is developing a mobile app to help backpackers plan trips more easily and cheaply. Their mission is to make travel accessible for all. The app will provide information on visas, accommodations, food, culture and attractions in backpacker countries. It will be free to use but generate revenue from ads. Travelland conducted analyses showing opportunity in the growing app market and among flexible young travelers. Their marketing objectives are to gain 30% market share in 3 countries within 3 years and get 50,000 trial downloads in the first month through social media promotion targeting cost-conscious students and young adventurers.
Startupfest 2012 - The fastest growing tech company in Montreal – who knew?Startupfest
The best kept tech secret in Montreal is a company called Lightspeed. CEO, Dax Dasilva, will tell us how a relatively unknown tech company in Montreal got to where they are today - $30M of funding from Accel Partners announced this month and coined the fastest growing tech company in Quebec. The who and how they got to where they are, plus the reality of where they need to go now that they’ve received funding, will all be covered in this talk.
Many low-income families, especially those living in urban and rural "food deserts," lack access to affordable, nutritious foods. As a result, about 40% of households with incomes below the poverty line experience food insecurity. Food insecurity is associated with poor health and developmental outcomes for children. Effective strategies to improve nutrition for low-income families include increasing enrollment in programs like WIC and SNAP, ensuring access to healthy foods through transportation and farmers' markets, and providing nutrition education.
This document contains links to downloadable files that appear to provide tools for distributed denial-of-service (DDoS) attacks. DDoS attacks aim to make online services unavailable by flooding them with traffic from multiple sources. While technology can be used for both helpful and harmful purposes, launching attacks risks legal consequences and negatively impacts others.
Startupfest 2015: ROSE BROOME (HandUp) - Lightning KeynoteStartupfest
Robots and poverty
Technology and automation are changing the very nature of work. The answer is not to stop technological progress but to start thinking as big about poverty as we do about self-driving cars and artificial intelligence. The basic income is one such big idea, and would guarantee that everyone in a society had enough money to meet their basic needs.
The American System was an economic plan developed by Alexander Hamilton and others in the early 19th century to promote American industry through tariffs and government investment in infrastructure. It included the Tariff of 1816, which protected American goods from British competition, and aimed to support industry, create physical infrastructure like roads and canals, and establish financial infrastructure like the National Bank. The goals were to allow the United States to develop its economy and industry through a program of federal support and investment.
SMCSTL Social Media Summit - Paid Social AdsWill Hanke
This document summarizes the history and evolution of advertising, from newspapers first accepting paid advertisements in the 1800s to the rise of targeted digital advertising using extensive consumer data. It discusses how newspapers banned native ads for 50 years but now generate significant revenue from them. It also outlines different types of digital advertising like social media ads, geofencing, and how platforms like Facebook, Instagram, Twitter, LinkedIn and Pinterest allow targeting ads based on user data and behaviors.
Jacksonian democracy refers to the period of 1825-1850 when common farmers and laborers demanded more democratic reforms and rights. This led to the development of a more democratic tradition in America as opposed to an aristocratic system. During this time, Andrew Jackson became president and was seen as more relatable to average Americans, having risen from humble beginnings himself. This period saw the emergence of the Democratic and Whig political parties in response to debates around voting rights, opposition to the national bank, and westward expansion.
- Barbie was created in 1959 when Ruth Handler founded Mattel Creations and introduced the Barbie doll.
- Over the decades, Barbie expanded from just a doll to include Ken and a variety of careers and accessories. She also began appearing in television shows and movies.
- As technology advanced, Barbie integrated these developments, such as having recorded voices and accompanying movies, apps, and television appearances, which drove increased sales and brand awareness globally.
This presentation was designed to provide strategic recommendations for a brand in decline. The deck also incorporates a situational assessment, including a brand identity, positioning, architecture, and portfolio strategy for the Brand.
Presentation originally created for NYU Stern's Brand Strategy course. Design by Erica Santiago & Chris Alexander.
This document outlines a communications plan for Barbie to address challenges it has faced and evolve to better meet the needs of its key audiences. The plan has three main objectives: 1) increase parent understanding of Mattel's new constructive communication policies, 2) generate interest in Barbie's MyScene line among 30% of girls aged 7-12, and 3) increase all Barbie product sales by 30%. Tactics include corrective action, sponsorships, strategic philanthropy, fashion partnerships, and social media engagement. The plan aims to restore confidence in Barbie and cement its role as a positive influence for young girls.
This document discusses the Barbie doll and its impact on portrayals of women and girls' self-image. It notes that while Ruth Handler intended for Barbie to empower girls by showing them they could be anything, critics argue that Barbie actually promotes unrealistic standards of beauty. The document analyzes how playing with Barbie shapes girls' ideas of beauty from a young age by subconsciously telling them they must be perfect like Barbie to be successful. It also discusses how exposure to sexualized images like Barbie can lead girls to objectify themselves over time. While fantasy and play are important for children's development, the criticism is that Barbie embodies an unattainable beauty ideal that negatively impacts girls' psychological development and
The document presents various images of Barbie dolls throughout history and discusses how they represent or don't represent different cultures, values, abilities and body types. It notes that while Barbie dolls now come in more varieties, Mattel does not produce dolls representing all cultures or abilities. The document also shows how Ken dolls have changed over time but still typically depict masculine body ideals.
The document outlines the vision, mission, and positioning of an online home-sharing marketplace. The vision is to create a world where all 7 billion people can belong anywhere. The mission is to change how people travel by providing alternative accommodations. The positioning is about bringing communities closer together by allowing travelers to view destinations through the eyes of locals and experience a new culture through unique, budget-friendly stays.
Airbnb is an online marketplace that connects people who want to list space in their homes to travelers looking for accommodations. It began in 2007 as a way for hosts to rent out air mattresses in their homes. Over time, it grew into a global platform focused on enabling a sense of belonging through travel. Airbnb redefined its mission in 2014 to focus on cultural experiences beyond just accommodations. It launched new services like Experiences and Places to help travelers immerse themselves in local cultures through activities and destinations recommended by hosts. Airbnb's brand is centered around the concepts of belonging, adventure, and authenticity to fulfill people's basic need for connection and create memorable cultural experiences outside the standard tourism model.
Meherunissa Tariq describes herself as an explorer who seeks adventure and cultural immersion when traveling. She enjoys learning from locals rather than tourist guides, and views travel as a way to make different places feel like home. Airbnb allows travelers to experience a destination through a local's eyes by staying in their home, while also giving hosts the opportunity to share their culture and neighborhood. The goal is to foster human connections and a sense of belonging across boundaries.
Venmo is a popular digital payment platform, especially among millennials. The document recommends that She's The First, an organization providing education to girls in developing countries, create a Venmo account to fundraise more effectively. Venmo allows easy one-click donations of $25 on average and shares donations on users' social networks, potentially encouraging more donations. While there may be a 3% fee for credit card donations, the process takes under 10 minutes to set up and donors can personalize donation messages. The memo proposes She's The First try using Venmo for 6 months and evaluate whether to fully integrate it based on fundraising success.
Comcast is the largest cable television provider in the world operating under the Xfinity brand since 2010. However, the $640 million rebranding failed to communicate what the company stands for to customers. While Xfinity promotes its products and services, it has yet to form strong relationships with customers. To strengthen its brand, Xfinity needs to focus on innovation and creating meaningful moments for customers to connect with loved ones, as technology and competition pose both threats and opportunities for growth.
This document provides background information on Airbnb and discusses the communications problem it faced in 2014. It summarizes that Airbnb was relatively unknown in the US compared to competitors and faced misperceptions that it was only for couch surfing and raised safety/security concerns about staying with strangers. To address this, Airbnb launched its "Never a Stranger" campaign in 2015 to build trust by showing the benefits of meeting new people through home sharing. The campaign successfully increased brand awareness, website traffic, and business for Airbnb.
This document discusses an online home-sharing marketplace that aims to bring communities closer together by providing unique and authentic travel experiences through the eyes of locals. It seeks to create a world where all people can belong anywhere by changing how people travel and providing alternative accommodation options. The marketplace targets travelers looking for cultural experiences and home owners seeking to share extra space. Research shows millennials are motivated to travel by experiencing new cultures through food and lifestyles with a desire for authentic experiences arranged by local professionals.
4. 1945Mattel is founded in
Southern California by
Ruth and Elliot Handler
1959The first Barbie doll
is sold for $3
1968Christie, the first true African-
American doll with a unique
face mold is released
1985Andy Warhol creates a painting of Barbie,
furthering cementing her as a cultural icon
1997Share a Smile Becky,
the first doll in a
wheelchair is released
2006Three Barbie dolls
are sold every second
around the world
2010The average American girl
aged 3-6 owns 12 Barbie dolls.
2016The Barbie Fashionista
Line is introduced
History
Mattel was founded as the Mattel Toy Company in 1945 by Ruth and Elliot Handler. The first products were picture frames, and
Elliot created doll houses out of the wood scraps.
Barbie didn’t make her debut for another 14 years. The doll was named after the Handlers’ daughter, Barbara. Barbara often
played with paper dolls, but she’d give them adult characteristics. At the time, most dolls were baby dolls, so Ruth saw a gap in
the market and created an adult doll.
The first attempt at diversity was with Francie in 1967, but the first true African-American doll with a unique face mold was
introduced in 1968.
Barbie styles continued to evolve and follow fashion trends, such as disco, mod, and surfer styles. Since the 50s, Barbie has had
over 125 careers.
Share a Smile Becky, the first Barbie doll in a wheelchair, was released in 1997. It wasn’t without controversy: a girl with cerebral
palsy pointed out to Mattel that Becky’s wheelchair couldn’t fit inside the Barbie Dream House.
5. • Classic and iconic
• Have received criticism
for lack of diversity
• Has a high value among
consumers
• Very widely known
Background
Barbie is considered classic and iconic, but has certainly faced criticism for its lack of diversity, especially as the brand’s
audiences become more diverse.
It’s very valuable among consumers and is consistently rated as a brand mothers trust more than its competitors.
Barbie is very widely known with nearly 100% brand recognition. It’s estimated that over a billion Barbie dolls have been sold
worldwide in over 150 countries.
6. 1. Very established brand image
Problem
Barbie is struggling with two main problems. Because it’s so widely known, it also has a very established brand image in
consumers’ minds.
7. 2. Increased competition in the doll marketplace
Problem
The second problem involves increased competition. Doll sales in the United States have increased as a whole, while Barbie
sales have decreased every year since 2012. While Barbie is still number one in doll sales, its share of the market has declined.
In particular, Disney Princess sales have increased over the past 3 years as Barbie’s have fallen. It has lost market share to some
of its sibling brands that are also owned by Mattel, including American Girl and Monster High. Some of this increase in Disney
sales could be attributed to Frozen, which was released in November 2013, and the fact that Mattel lost a licensing deal with
Disney to create their Princess dolls.
8. • Created as
a response
to criticism
• Line lacks
an identity
• Clear naming
issue
Fashionista
Line
Challenges
The Barbie Fashionista line also has some challenges. It isn’t clear why it was created: was its launch a response to decreasing
sales, or to critics? It’s unclear if a lack of diversity and body-positive dolls were truly responsible for the sales decrease, or it
was coming from one of the two previously discussed problems.
The Fashionista line lacks an identity. Mattel launched it very quietly and hasn’t conducted a large marketing campaign. It’s even
unclear if it’s considered a “real” Barbie. The main messaging is too complicated for children within the 3-8 age range, yet
children have a large influence on doll purchases.
There’s also a naming issue. As we reinforced in our research, the name alludes to the doll’s clothing, not body types and skin
colors. It’s confusing for consumers.
Considering all of these problems with the Fashionista line and Barbie brand as a whole, our challenge is how to better market
the new Barbie Fashionista line.
10. StrategyResearch
Methodology
Participants: 6 mothers with daughters
ages 3-8 that play with dolls
Location: NYC
Ages: 35-42
Ethnicities: Asian, African American,
Caucasian
Household Income: $30k-$150k+
Focus Group
Respondents: 520 mothers*
aged 25-49
Respondents: 25-29 (24%),
30-34 (28%), 35-39 (25%),
40-44 (18%), 45-49 (6%)
Location: United States
Quantitative Survey
*Moms with daughters ages 3-8 that play with dolls
Barbie is second most likely to have a group of friends that is ethnically diverse.
It’s clear to see that positioning Barbie as being educational and a champion of diversity might be a space that Barbie can fit in
to.
11. StrategyResearch
Focus Group
Thoughts on Barbie Fashionista
“They’re all in short dresses, outfits aren’t as
appealing. when I think of a “fashionista” i think
of being dressed up, going to a party. it looks
like everyday wear. the name doesn’t fit”
“Causes people to think about diversity, introduces
daughters to the fact that there’s differences.”
“I like this idea, we don’t all look like Barbie dolls.
I know growing up I wanted to have blonde hair
and blue eyes, maybe because I grow up
playing with Barbie dolls. it teaches children
diversity - who you are makes you a fashionista.
I would definitely buy this doll.”
Barbie is second most likely to have a group of friends that is ethnically diverse.
It’s clear to see that positioning Barbie as being educational and a champion of diversity might be a space that Barbie can fit in
to.
12. Research
“I would tell them that Barbie is
a classic toy that helps promote
imaginative play for girls.”
“doll who can be anybody and do anything,
you can dress her however you want […]”
“Barbie is a doll that can be anyone.”
“She comes in different varieties
and with different accessories
to encourage fantasy play.”
“Career/hobby oriented dolls
with a multitude of
imaginary options.”
“[…] She serves as a role model for children because
she shows them that you can be anything!”
“It is a fun way for your children
to play and use there imagination.”
“Barbie is a brand of dolls that
your child can pretend to be
ANYTHING with. […]”
“Barbie is a doll that is meant to
inspire creativity and greatness
in girls of all backgrounds.”
“empowering -
teaches girls to be
who they want to be”
“Endless imagination play”
“[…] She has a lot of
accessories and teaches
girls about different
women they will encounter.”
“She's like an action figure for girls.
There are lots of different types of
Barbies as far as looks, occupations, etc.”
“[…] Loved by countless generations.
Role model for young girls -
held a wide range of careers.”
“Barbie is a classic girls doll that allows
children to use their imagination. […] The
only downside to Barbie is that it can set
unrealistic expectations for young children
based on Barbie's size/dimensions/look.”
If you had to describe Barbie to someone who had never heard of it, what would you tell them about Barbie?
Here we see a lot of mother’s talking about how Barbie is meant for imagination. It’s clear that the creativity and imaginary
functions of Barbie are a distinguishing point for the doll. The doll is often described as roll model as well, showing that Barbie is
an authentic place to teach lessons to young girls.
14. StrategyResearch
Brand Personality
American Girl
Barbie
Disney Princess
Ever After High
Monster High
0% 12.5% 25% 37.5% 50%
Has a group of friends that are ethically diverse
Barbie is second most likely to have a group of friends that is ethnically diverse.
It’s clear to see that positioning Barbie as being educational and a champion of diversity might be a space that Barbie can fit in
to.
15. Competitive Set
StrategyStrategy
Hangs& out&all&different& ppl
Diverse&group& of&
friends
Easy&to&get& to&know
Hard&to&understand
Help&fix&my&car
Real&leader
Team&player
Athletic
Iconic Teacher
Trendy
Does&the& right&thing
Social&climber
Resourceful
Takes&risks
Reliable
In&vogue
Stands& up& to&bully
Responsible
Friendly
Not&someone& I&want&to&know
Family&oriented
Approachable
Understand& eachother
Kind
Smart
Organized
Consistent
American Girl
Barbie
Bratz
Disney Pricess Dolls
Ever After High
Journey Girls Monster High
19.8%
65.8%
2D&Fit&=&85.6%
Research
For each of the statements listed
below, please indicate which dolls, if
any, you think that phrase describes.
(Maybe this part can address the challenge that Barbie does’t have the strengths associated with its competitors.)
When asked what type of person Barbie would be, the doll didn’t have as distinct a personality as other the competitors did.
Barbie is most associated with being organized, trendy, in vogue, and athletic.
16. Words that Come to Mind
StrategyResearch
Challenge that it has a stigma associated with it and that its classic, maybe find a quote to further illustrate this.
17. Competitive Set
StrategyStrategyResearch
For each of the statements listed
below, please indicate which dolls, if
any, you think that phrase describes.
(Maybe this part can address the challenge that Barbie does’t have the strengths associated with its competitors.)
When asked what type of person Barbie would be, the doll didn’t have as distinct a personality as other the competitors did.
Barbie is most associated with being organized, trendy, in vogue, and athletic.
18. Millennial Mothers are Likely to Buy the
Barbie Fashionista Line
StrategyResearch
Likely
81% ↑
Not Likely
q38: Having looked at the description
about the new Barbie Fashionistas line,
how likely would you say you are to buy
one of these dolls for your daughter?
19. Why Millennial Mothers Will or Won’t
Buy the Barbie Fashionista Line
StrategyResearch
Likely
q38: Having looked at the description
about the new Barbie Fashionistas line,
how likely would you say you are to buy
one of these dolls for your daughter?
Not Likely
20. Thoughts on the Fashionista Line
by Millennial Mothers
StrategyResearch
q41r: How much do you personally agree or
disagree with each of the following statements
about the new Barbie Fashionista Line?
I like the lesson the Fashionistas
line is teaching young girls
Barbie’s new body types set a
positive example for my daughter
The Fashionistas line changes
my perspective of Barbie
Honestly, I kind of
prefer the old Barbie
0% 15% 30% 45% 60%
21. 3. Target
Our recommendation for the target audience are mothers who fall within the age group of 25-34 years old. We will continue to
refer to them as Millennial Mothers. Considering our research we found this group to be most suitable to target.
22. Millennial mothers buy a majority of dolls
StrategyTarget
q12: From whom does your
daughter get her dolls?
From her mother
From her father
From my significant other
From other family members
From friends
Buys them with her own money
From someone else
0% 22.5% 45% 67.5% 90%
88% of millennial mothers give their children dolls in comparison to father, significant other, family members and friends. It is the
highest which implies that mothers have a lot of influence in the decision making process in the doll purchasing category. And,
57% get most of their dolls from their mothers in this age group.
23. Most Millennial mothers...
StrategyTarget
“I enjoyed playing with
Barbies when I was young”
Agree
82% ↑
Disagree
“I enjoy playing Barbies
along with my daughter(s)”
Agree
90% ↑
Disagree
82% of millennial mothers played with dolls when they were young and 90% play with dolls with their daughters today. They
understand the importance of playing with dolls and there is already certain brand awareness in them. Barbie is the most heard
of brand.
24. Millennial mothers want to play with
Barbies with their daughters
StrategyTarget
q24: If you were going to play dolls
with your daughter, which ONE would
you most want to play with, with her?
American Girl
Barbie
Disney Princess Dolls
Ever After High
Monster High
0% 7.5% 15% 22.5% 30%
Out of which the Barbie is the second most wanted doll they would play with their children with.
25. Brand Recognition is Very High
Among Millennial Mothers
StrategyTarget
Recognize
Barbie
96% ↑
Don’t
Recognize
Barbie
96% of millennial mothers have heard of Barbie, which is the highest compared to other brands like Disney princess and
American Girl Doll.
26. StrategyTarget
• 62% overall associate Barbie with “would have a
well organized closet,” which shows that Barbie is a
doll that teaches important lessons to their children
• In the focus group, one of the moms said that the
Fashionista line would be an ideal way to start the
conversation about diversity with their daughters
Brand Perception
62% overall associate Barbie with “would have a well organized closet,” which shows that Barbie is a doll that teaches important
lessons to their children.
In the focus group, one of the moms said that the Fashionista line would be an ideal way to start the conversation about diversity
with their daughters.
This shows that the target has a positive brand perception of Barbie.
27. Meet Kate and her daughter, Sarah
StrategyBrand
Persona
Meet 28 year old Kate and 5 year old Sarah. Kate’s household Income - $65,000/-. They live in Jersey City. She is a college
graduate and gave up her career to focus of taking care of her daughter.
Kate regularly reads Parents magazine, watches reality TV, Modern Family, and Grey’s Anatomy.
She goes for yoga classes twice a week. She is active on mommy blogs and is looking out for interesting new ideas to entertain
and educate her daughter.
28. Meet Whitney and her daughter, Tamara
StrategyBrand
Persona
Whitney is 32 years old and has a 7 year old daughter Tamara. She is a school teacher and her household income is $40,000/-.
She lives in Philadelphia.
Reads Time magazine, watches Jeopardy, The Good Wife, and children’s TV shows with her daughter.
Being a single parent she does not have much time for personal activities. She is already aware of children issues as she deals
with them at school on a daily basis. Doesn’t really look at much advice from others, but indulges her daughter’s whims and
fancies as much as she can afford.
29. Children influence their mothers
when making doll purchases
StrategyTarget
Influenced
92% ↑
Not
influenced
q19: Some moms have told us that
their children have a great deal of
influence over which dolls they buy
for them, while other parents have
told us that their children have no
influence at all. When shopping for
dolls for your daughter, how much
influence does she have?
Finally, it is important to mention that 92% of millennial mothers have told us that their daughters have a great deal of influence
in purchasing the dolls. Hence, they cannot be forgotten in the equation. And, while creating and a communications plan it must
be considered that they understand what the Fashionista line is about. So, the language and tone has to be simple and attractive
to them as well.
31. Communications Objective
StrategyObjective
• Create awareness about the
Fashionista line
• Show millennial mothers that the
Fashionista line is a way to teach
children about diversity and have
fun at the same time
Our goal is to create awareness about the Fashionista line and show millennial mothers that Barbie is a brand that mothers can
use to teach children about diversity using their imagination, so the fun is not out of the equation.
32. Behavioral Objective
StrategyObjective
• Buy the Fashionista line of Barbie dolls
• Recommend the brand to other parents
• Encourage children to talk about the
brand with their peers
• Create conversations on social media
On seeing the campaign, we would like mothers to buy the Fashionista doll, recommend the brand, encourage their children to
talk about it with their friends and create conversation about the brand on social media.
33. To millennial moms, Barbie Fashionista
is a line of dolls that offers your daughter
more options in order to foster her
imagination, so she can be creative while
offering you a chance to teach her important
lessons about diversity and acceptance.
Positioning
Statement
From this data we composed our positioning statement: To millennial moms, Barbie Fashionista is a line of dolls that offers your
daughter more options in order to foster her imagination, so she can be creative while offering you a chance to teach her
important lessons about diversity and acceptance.
35. q17r: And still thinking about dolls,
please indicate how much you
personally agree or disagree with each
of the following statements.
Perception of Dolls
Playing with dolls help my daughter develop a strong character
My daughter plays with some of the dolls I had as a child
Playing with dolls helps my daughter develop a better understanding of the world
Dolls are for fun and needn’t do anything beyond letting my daughter have fun
Dolls give my daughter something to do to help me get other things done
Dolls teach my daughter lessons that aren’t obvious at first blush
I notice my daughter prefers playing with dolls that resemble her
Dolls are educational as well as fun
Dolls allow my daughter to exercise her imagination
Young girls today have way more dolls that I did at her age
Dolls reflect the real world, and not just fantasy play
I enjoyed playing with dolls when I was young
Dolls play an important part in the development of a young girl
I enjoy playing dolls along with my daughter(s)
I prefer certain brands of dolls over others
I think it is important that dolls reflect the real world
0% 17.5% 35% 52.5% 70%
StrategyStrategy
q17: And still thinking about dolls, please indicate how much you personally agree or disagree with each of the following
statements.
This data is based on our target audience, millennial moms (25-34).
Given the sixteen statements about dolls, 66% of the surveyed mom in the age group 25-34 strongly agreed that “dolls allow
their daughters to exercise her imagination.” And 63% strongly agreed that “I enjoyed playing with dolls when I was young.”
36. q17r: And still thinking about dolls,
please indicate how much you
personally agree or disagree with each
of the following statements.
Perception of Dolls
Dolls allow my daughter to exercise her imagination
I enjoyed playing with dolls when I was young
0% 17.5% 35% 52.5% 70%
StrategyStrategy
q17: And still thinking about dolls, please indicate how much you personally agree or disagree with each of the following
statements.
This data is based on our target audience, millennial moms (25-34).
Given the sixteen statements about dolls, 66% of the surveyed mom in the age group 25-34 strongly agreed that “dolls allow
their daughters to exercise her imagination.” And 63% strongly agreed that “I enjoyed playing with dolls when I was young.”
37. What are dolls to millennial moms?
Dolls allow my daughter to exercise her imagination
I enjoyed playing with dolls when I was young
Past & Present
Strategy
Dolls are moms’ past and the present. They are relevant to the moms as much as their daughters. It’s a shared friend and
childhood experience.
38. Can be controversial
Helps my daughter develop a strong character
Helps my daughter develop a better understanding of the world
I have a positive impression of these dolls
I played with this doll when I was young
Is a bit adventurous
Is a bit boring
Is a brand I trust
Is a doll I don’t really know much about
Is a doll I hear a lot about
Is a well-regarded brand
Is affordable
Is classic
Is educational as well as fun
Is fun
Is innovative
Is modern
Is one of the best dolls
Reflects the real world
Reflects the real world, and not just fantasy play
Speaks to people like me
Teaches my daughter lessons that aren’t obvious at first blush
Teaches young girls positive lessons
They’re easy to find at stores
0% 22.5% 45% 67.5% 90%
Brand Association
Q26. For each of the statements listed
below, please indicate which dolls, if
any, you think that phrase describes.
There are no right or wrong answers –
we’re only interested in your opinions.
Strategy
Percentage
Dolls are moms’ past and the present. They are relevant to the moms as much as their daughters. It’s a shared friend and
childhood experience.
39. I played with this doll when I was young
Is a well-regarded brand
Is classic
They’re easy to find at stores
0% 22.5% 45% 67.5% 90%
Brand Association
Q26. For each of the statements listed
below, please indicate which dolls, if
any, you think that phrase describes.
There are no right or wrong answers –
we’re only interested in your opinions.
Strategy
Percentage
Dolls are moms’ past and the present. They are relevant to the moms as much as their daughters. It’s a shared friend and
childhood experience.
40. Brand Association
Strategy
Barbie is classic.
1. They’re easy to find at stores
2. I played with this doll when I was young
3. Is classic
4. Is a well-regarded brand
41. Strategy
For the past 57 years, the Barbie brand has focused not only on creating pretty dolls for little girls to create memories with, but
on staying relevant. Although many criticized that Barbie is unrealistic, the brand has been continuously making efforts to blur
the boundary between imagination and reality. For example, the brand has launched countless Barbies based on professions,
seasons, designers, movies, etc. This was to stay relevant to reality.
42. Strategy
This year, Barbie launched the Fashionista line to better emphasize the brand’s effort to truly let Barbie be anyone. The purpose
of this launch was to better connect with the real world and celebrate the differences.
43. Strategy
“It’s still Barbie, but has
more than you remember.”
Brand Association
Barbie is
classic
&
relevant
This year, Barbie launched the Fashionista line to better emphasize the brand’s effort to truly let Barbie be anyone. The purpose
of this launch was to better connect with the real world and celebrate the differences.
44. Strategy
“Imagination comes in all shapes and sizes”
Barbie Fashionista will teach lessons to young girls about the diversity in the real world. Moreover, with more shapes and sizes
added, girls will now have more room to explore their imagination.
46. Strategy
Cultural Trends
1. Social Media
2. Highly connected
3. In-store touch screen displays
(source: Weber Shandwick)
2. Millennial moms are decision-influencers. They are highly connected.
According to Weber Shandwick, Millennial Moms have more social network accounts and spend more time on their social
networks than moms overall.
They have 3.4 social media accounts, on average (vs. 2.6 for moms
in general). And they spend an average of 17.4 hours per week with their social networks, 2 hours more than they spend
watching TV and nearly 4 hours more than the average mom spends on social networks
3. Millennials are 216% more likely to be influenced by in-store touch screen displays. This can increase awareness about the
Fashionista line and make sure the moms know what the line really is.
48. Recommendation
The New Fashionista Barbie teaches children
about diversity and will give them more
options, allowing them to further exercise
their imaginations through the dolls.
Using digital platforms to communicate.
Maintain moms prior association of dolls as a source of imagination and Barbie as a classic brand. BUT in addition change their
fixed mindset by emphasizing that the brand is “relevant” through the Fashionista line.
(note: young moms view Barbie brand more positively after learning about the Fashionista line and the lessons it will teach.)
49. “Imagination comes in
all shapes and sizes”
#BeautyComesinAllColors
Recommendation
1. In-store touch screen displays
50. #BeautyComesinAllShapes
Recommendation
2. Create a hashtag trend: #BeautyComesinAllShapes
- Use a marketing tactic for moms to share and use the hashtag
- In the focus group, moms were stressed out by accessories because the Fashionista line will cause different doll sizes to have
its own accessories